IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-032-04214-9_13.html

Factors Influencing Consumer Attitude Toward E-commerce: The Case of the Republic of North Macedonia

In: Economic Resilience and Sustainability - Vol. 2

Author

Listed:
  • Branka Denkova Popovska

    (Integrated Business Faculty)

  • Jadranka Denkova

    (Faculty of Law Goce Delcev)

Abstract

In an era of globalization and numerous opportunities for growth and development, e-commerce represents a revolution in the many marketing benefits for companies that market their products and services online. Nevertheless, the benefits of e-commerce cannot be realized without proper marketing strategies. Companies are constantly looking for methods to study consumer behavior in e-commerce to comprehend how the consumer makes decisions to purchase products and services. This information helps business managers understand the reasons behind the customer’s purchase or rejection of a product or service. This research paper discusses how various factors influence e-consumers purchasing behavior. The Theory of Planned Behavior (TPB) is used as a theoretical framework to describe consumers’ behavior in the online environment. The results indicate that in the Republic of North Macedonia, citizens are aware of the benefits of electronic purchasing of products and services and revealed that consumers’ attitudes toward e-commerce significantly impacted their intent to purchase products and services.

Suggested Citation

  • Branka Denkova Popovska & Jadranka Denkova, 2026. "Factors Influencing Consumer Attitude Toward E-commerce: The Case of the Republic of North Macedonia," Springer Proceedings in Business and Economics, in: Abdylmenaf Bexheti & Veland Ramadani & Hyrije Abazi-Alili & Christina Theodoraki & Gadaf Rexhepi & B (ed.), Economic Resilience and Sustainability - Vol. 2, chapter 0, pages 211-227, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-04214-9_13
    DOI: 10.1007/978-3-032-04214-9_13
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-032-04214-9_13. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.